AI as the Beauty Consultant
- Esha Aphale
- May 27
- 3 min read
Updated: May 31
How artificial intelligence is reshaping personal care and the future of self-expression.
How often have you walked into a beauty store and been asked to take a skin analysis test by a beauty consultant? Except, this beauty consultant is a digital system that runs on artificial intelligence! Digital tablets have enabled AI-generated systems to play the role of beauty assistants both in-store and online.
Tradition meets technology
At a time when individuality is more important than ever, the beauty industry is standing at a unique crossroads, where conventional beauty practices intersect with advanced technology. Beauty, today, is an intimate, personal experience, and artificial intelligence (AI) is at the centre of that change.
From diagnosing skin issues to formulating creams and serums, AI is transforming the way human beings are exposed to care, attention, and effectiveness in cosmetics and skincare.
At the helm of this process lies data–vast amounts of it! Data that understands skin types, textures and conditions–details difficult for the human eye to capture. The algorithm uses feedback from patients, medical studies and environmental factors such as pollution and humidity. What do you get in the end? Precise solutions that go beyond aesthetics—making space for modern science and a confident you!
AI GLAM: Companies embracing personalised beauty
Proven Skincare is a prime example of how AI is creating personalised beauty solutions. It relies on a massive database that includes over 20,000 skincare ingredients, 100,000 user reviews, and more than 4,000 research studies. AI creates custom routines based on each individual’s skin profile, concerns, and lifestyle. For skin consultancy, you just need to fill in a detailed questionnaire and leave the rest up to technology to work its wonders. You receive your personalised solutions based on your skin's needs and seasonal shifts.
Function of Beauty takes you one step further. Specialising in personalised hair care, the brand uses AI to get to know their customer preferences before making any products. Users fill out a quick quiz covering hair texture, goals, and fragrance. The algorithm then creates a one-of-a-kind blend, complete with personalised packaging. How amazing does that sound?
In India, the AI-beauty conversation is being led by brands like FOY (For You), a platform that aims to make personal care truly personal by customising everything for skin type and tone, to hormonal cycles, climate, lifestyle habits, and even mood.
“The inspiration behind FOY came from my own experience navigating a cluttered and often confusing beauty world—where there’s so much noise, but very little guidance,” says Bhavika Kothari, the platform’s founder. “Beauty, at its core, is deeply personal, yet most platforms treat it as one-size-fits-all. That’s where AI came in—as a way to bring intelligence, context, and personalisation to beauty."
Haircare brands like Traya and Richfeel have adopted AI-collaborative practices to optimise solutions. Moreover, they have dermatologists and experts verifying AI-created solutions, not only making their approach more efficient but also reliable.
The brand's AI engine goes beyond traditional skin diagnostics, offering dynamic, real-time recommendations across skincare, makeup, haircare, and wellness, offering a one-stop shop ecosystem of sorts.
India’s beauty landscape is as diverse as its people—from skincare goals and routines to diet, lifestyle, and the weather across various states. AI-customised products factors in all of these aspects before recommending a product to a customer.
Ethical AI building brand loyalty
Furthermore, in a report by McKinsey & Company, 71% of customers are frustrated when they feel the shopping experience isn't personalised. However, brands providing customised experiences enjoy greater customer loyalty.
Brands guarantee that algorithms give prejudice-free solutions. L’Oréal, for example, has invested heavily in ethical AI development, prioritising diversity and partnering with dermatologists around the world.
Perso is another innovative, handheld device that analyses skin data through a connected app and every day dispenses a new blended skincare formula. The device adjusts formulations based on what the user tells it and environmental conditions, bringing customisation directly into your hands.
Sephora is seen reshaping the retail experience through its Virtual Artist feature. This AI- and AR-powered tool allows you to virtually test thousands of shades—lipsticks, foundations and eye shadows. It gives you suggestions that take the guesswork out of beauty shopping, allowing you to playfully experiment from the comfort of home. Nykaa offers this feature too.
Call to the future - your gateway to smart beauty
It's safe to start imagining a future where skincare advances to the extent of identifying problems before they even occur, or makeup that changes colour in harmony with your mood.
With the pace of wearable technology and machine learning advancements, such visions are on the verge of becoming a reality. Reading individual characteristics allows for a more subjective expression of self, one informed by data but deeply human. Customisation, indeed, is the future of beauty.